Prime Edge improves social media of NSAs

Prime Edge owner Benny Benitez, right, talks to Samahang Basketbol ng Pilipinas (SBP) president Al Panlilio and Special Assistant to the President (SAP) Ryan Gregorio. (SBP Photo)

From the national sports associations (NSAs) of basketball, golf, badminton and gymnastics, each have improved their respective social media accounts the past few years that allowed them to communicate to the public on various activities and news about the teams.

In charge of the social media account for these sports is Prime Edge, a group composed of ‘sports enthusiasts’ and ‘creative executioners’ with the goal to ‘reimagine’ a brand like basketball into a story intended for the digital marketing world.

Led by Benny Benitez, who founded Prime Edge in 2012, the group has been involved with 25 accounts, including some of the biggest entities in the sports industry like the Samahang Basketbol ng Pilipinas (SBP) and Philippine Super Liga (PSL).

“What we have done over the pandemic is to put a stamp in the sports marketing industry as the premier agency for social media campaign management and content creation,” said Benitez, who has more than 20 years of experience in sales and management.

“From less than 10 accounts we professionally manage, we at Prime Edge have grown to more than 25 accounts. We’ve been the go to agency for governing bodies of sports – SBP, Smash Pilipinas for badminton, GAP for gymnastics, NGAP for golf, and also the MVP Sports Foundation (MVPSF).”

Prime Edge – through its sister company Digiweave – handled the social media account of the SBP for several prior to its transfer to Cignal TV.

The same goes with PSL, which Prime Edge helped for a few years.

When the pandemic forced the majority of sports events to postpone or cancel tournaments here and abroad, Prime Edge helped the PSL to stay relevant on social media with the creation of “Usapang PSL” – a weekly webcast featuring some of the country’s volleyball stars.

Prime Edge now handles the social media of the PLDT Home Fibr Hitters in the PVL following its decision to join the Premier Volleyball League (PVL).

Prime Edge also produced shows on the social media platform “Bull by the Horn” and “Off The Record” as well as “Jump Thru Hoops”, “Sportscast” and “Hoops Life” powered by Smart.

“Now we are doing a lot of content creation for Smart Sports including the Hoops Life hosted by Jinno Rufino and Aaron Atayde. We also produce Bull By The Horn with coach Jong Uichico and myself broadcasted over the Pinoyliga Facebook and YouTube page,” said Benitez.

The former San Beda student said the goal of Prime Edge is to continue to expand the capabilities and expand the client listing to cover other sports after a successful partnership with Kick-Start Coffee that featured the journey of Hidilyn Diaz prior to the Tokyo Olympics.

Diaz went on to deliver the country’s first gold medal in the Olympics when she ruled the 55-kilogram category in women’s weightlifting competition last July in Japan.

“We recently signed a Memorandum of Agreement with UST to take in interns from their dports course to identify new talents,” he said.

“We have taken the COVID-19 pandemic as an opportunity to rethink and retool. We’re primed for bigger opportunities as we bring with us the learning and the new ways of efficiently serving our clients in the sports space,” added Benitez as the company now handles Smart Sports for its social media and digital contents.